Photo: MSC Japan

6,800 Japanese respondents participated in a survey for the 'Sustainable Fish Recipes 2025' campaign.

JAPAN
Friday, March 07, 2025, 00:10 (GMT + 9)

The most important factors for fish recipes are "ease of preparation" and "ease of obtaining ingredients."

MSC Japan, the Japan office of the Marine Stewardship Council (MSC), an international non-profit organization promoting sustainable fishing, conducted the "Sustainable Fish Recipes 2025" campaign from January 9th to February 6th. The campaign featured recipes from eight countries, including Japan, using MSC-certified seafood. Under the theme "Sustainable fish that are kind to both the body and the ocean," the campaign emphasized that nutritious fish benefit personal health and that choosing sustainably caught fish helps protect the ocean.

Chiori is in charge of Japanese recipes for "Sustainable Fish Recipes 2025"

A survey regarding fish consumption was conducted on the recipe introduction page, garnering responses from 6,800 individuals nationwide, spanning teenagers to those over 70.

When asked, "What do you consider important when cooking a fish dish after looking at a recipe?" the top responses were: "Is it difficult to make?", "Are the ingredients easy to get?", "Does it not take much time?", and "Can I keep the cost of ingredients low?" (multiple answers allowed).

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The most common reasons for cooking and eating fish dishes (multiple answers allowed) were: "because it's healthy," "because it tastes good," and "because it contains nutrients not found in meat, such as omega-3 fatty acids."

When asked about choosing seafood with the MSC "sea eco-label" during purchases, approximately 95% expressed a desire to do so. The breakdown was: "I would like to choose it if the price is reasonable" (33.7%), "I would like to choose it whenever possible" (33.2%), "I would definitely like to choose it" (23.3%), "I would like to choose it if the quality is high" (4.3%), and "I would like to choose it even if the price is a little higher" (0.4%). Additionally, 4.4% reported already choosing it.

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Campaign feedback was positive, with comments such as, "It provided an opportunity to learn about diverse food cultures," "I was unaware of these labels and will now consciously seek them out," and "I discussed with my children the importance of immediate action."

"Sustainable Fish Recipes 2025" will remain accessible until the end of 2025. Consumers are encouraged to choose MSC-labeled seafood and try recipes that benefit both personal health and the ocean. Recipe introduction page: https://www.msc.org/jp/sustainable-recipe-2025

Participating companies and organizations (in alphabetical order): AEON Retail Co., Ltd. Ito-Yokado Co., Ltd. ORIX Hotel Management Corporation Owase Bussan Co., Ltd. Kyowa Suisan Co., Ltd. Kyokuyo Co., Ltd. Grand Hyatt Fukuoka Coop Deli Consumers' Co-operative Union Tokyo Zoological Park Society Nichirei Fresh Co., Ltd. Nissui Co., Ltd. Japan Airlines Co., Ltd. Japanese Consumers' Co-operative Union Hagoromo Foods Co., Ltd. Hanwa Kogyo Co., Ltd. Maruto Suisan Co., Ltd. Maruha Nichiro Corporation Meiho Fisheries Co., Ltd. Yamasa Kamaboko Co., Ltd. Yamada Suisan Co., Ltd. York Benimaru Co., Ltd.

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